As our real-life identities become blurred with those of our online avatars, so do our notions of work and play, and nowhere is this more apparent than within social networks like Instagram and on the resale platforms that mimic them. To many, influencer markets are essential to selling clothes, and the best way to tap into them is by making shopping networks feel more like social media. But beyond likes, shares and friendly copy inspiring users to ‘join the community,’ social commerce isn’t really all that social. In an era where trends proliferate faster than the seasonal shows that once spawned them, recommerce apps have the power to both dictate trend cycles and undermine them too. If you keep that Balenciaga City bag in your RealReal wishlist for long enough, you might forget why you even wanted it, especially if you couldn’t really afford it in the first place.
In 2017, the collaboration has become as common as the collection. It generates unfailing press, both critical and laudatory. In both scenarios, interest tends to hinge on the brands’ differences, on the inherent edginess of uniting them. In the case of Louis Vuitton and Supreme, the story is that the former brings to the table old-world prestige (and high prices), the latter irreverent youthfulness (and fans rabid enough to pay them). Yet it’s worth asking: how different are Supreme and Louis Vuitton, actually?